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Interviews 2013 - 2016

How Marketers Stay Productive: Sachin Gupta of MobiKwik

June 26, 2014

This week we feature Sachin Gupta, Digital Marketing Specialist at MobiKwik. MobiKwik is a digital wallet service with a turnover of close to $40 Million. MobiKwik is the fastest way to recharge mobiles, pay bills and shop across merchants in India.

In this interview, you can read more about his work at MobiKwik, favorite marketing tools, productivity tips as well as his advice for budding marketers.

Your location: Delhi NCR.

Your favorite gadget: Laptop.

You start your day with: A Strong Coffee.

Your favorite time-saving trick: Staying away from Smart Phone.

Your top 3 blogs you read daily: Mashable, TechCrunch and Yourstory.

“We have a user base of more than 5.5 Million which in itself is a gold mine, helping us to take informed decisions.”

Describe an average day at Mobiwik?

The day generally starts with reading and reverting to emails. Core Digital Marketing activities follow. Other than the routine activities, in the course of the day, the team along with the CEO, Bipin Preet Singh, makes time for discussions on strategies and competitors. The work environment at MobiKwik is great and induces the willingness to go the extra mile.

As a marketer, what are some of your favorite productivity hacks?

To increase productivity staying away from my Smart Phone is always on top of the list. I find it more effective to solve matters and conversations on phone calls rather than getting involved in long email threads. And I believe that taking short breaks is essential, this can be to discuss other interest areas like science, sarcastic humor, world wars etc. with colleagues.

As a person who is well-versed with online marketing/ inbound, I’m sure you rely on a few marketing tools to automate your efforts. What are the top 3–5 tools you use?

1- Google Analytics2- HootSuite3- Power Editor

Your company has a growing community of users. How do you use this treasure trove of customer insight to power your marketing efforts?

We have a user base of more than 5.5 Million which in itself is a gold mine, helping us to take informed decisions. We have developed an in-house technique which can actually decode a user database to a certain level. For example say, “People aged 25–27 years, who live in Pune, working at Infosys, who love to drink Vodka” are more valuable customers than “People aged 31–34 years, who live in Chennai , working at TCS, who like Amir Khan “. ..Sounds cool ?

Based on our analysis, we predict the LTV (Lifetime Value) of a customer and hence know whom to market our product more effectively

What is your strategy for getting people to your site and then converting them to a customer?

MobiKwik is all about winning consumers through amazing product experience. Once a consumer tries MobiKwik, as a product they find it awesome as it actually makes their lives simple. The only job that remains, is to make the target Audience use the product i.e. it’s an Acquisition game. And we use most of the Digital channels to reach our Target Audience. We are very much ROI oriented as it’s the only way to be sustainable. The broad strategy is, we only spend on a channel if we can measure its effectiveness.

Today we are doing 1.5 Lac Transactions/Day and the huge amount of repeat business we get is actually fueling the business to grow month on month.

Is there any advice you’d like to give to budding marketers to help them work smart and stay productive?

Don’t be under the impression that if big companies aren’t using a particular marketing idea, then it’s not useful. Whatever new channels are coming up, do not hesitate to adopt them. Lastly, always believe in numbers because only numbers can make or break a company. It’s better to do something and fail than to do nothing.

A big thanks to Sachin for taking the time out to answer these questions! If you haven’t already, I highly recommend that you check out MobiKwik.

The ‘How Marketers Stay Productive’ series asks marketers their tips & strategies for staying productive. Every month we’ll feature a new guest and the tricks that keep them working smart. Know someone you’d love to see featured? Email Us.


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